spring 2020

BED-2144 Social Media Marketing - 10 ECTS

Last changed: 12.11.2019

The course is provided by

Faculty of Biosciences, Fisheries and Economics

Location

Harstad |

Application deadline

Applicants from Nordic countries: 1 December for the spring semester. Exchange students and Fulbright students: 1 October for the spring semester.

Type of course

This course can be taken as a singular course.

For exchange students, the full time autumn semester consists of the following courses:  BED-2100, BED-2136 and BED-2137. Spring semester: BED-2144, BED-2145 and BED-2208.

Admission requirements

Higher Education Entrance Qualification. Application code 2199.

Course content

Knowledge

Collection of facts, concepts, theories and techniques acquired by the degree holder. Knowledge can both be theoretical and applied.

  • Possess general knowledge of digital media marketing and web analytics in consumer behaviour analysis
  • Recognises current opportunities and challenges in social media marketing, including issues related to privacy and other ethical matters
  • Knows the importance of analysing the value of different digital media options for consumers and firms and can compare it to social media marketing  

Skills

Entail the ability to apply knowledge. Skills can indicate general skills that are not limited to a certain scientific field or profession, as well as specific skills.

  • Can defend digital marketing planning from the standpoint of professional practice
  • Can collect, analyse and evaluate scientific literature for digital marketing
  • Can effectively (built on logic and literature) defend their decision making in digital marketing

Competences

Entail the ability to apply knowledge and skills to work and study.

  • Can work with others to solve problems in digital marketing
  • Can professionally interpret different data and information from web analytics
  • Can conduct a plan for social media marketing with a good understanding of its pros and cons
  • Practices digital marketing from an ethical point of view

Objectives of the course

The course on Social Media Marketing builds both an academic and practical understanding of professional practice in the field of digital marketing. The teaching emphasis such things as well-defined objectives, key performance indicators, communication plan, business models and methods in digital media, metrics and measurements, as well as integrated marketing communications. We will go through each and every media channel, its strength and weakness, and compare it with social media. This includes search engine marketing (including social search and both organic and paid searches), web pages, mobile, and affiliate marketing. Students will learn how to apply their knowledge to solve marketing problems with simulations, cases and practical exercises. By the end of the course students should know the importance of conducting analysis, strategy, and then implementation. Moreover, we will look at techniques and tools in digital marketing, where the concept of the social web will be emphasised.

Language of instruction

English

Teaching methods

The course will generally consist of the following parts: First, interactive lectures on theory and practice, explanation of approaches, techniques, and discussions about marketing managerial issues.

Second, presentations by students, simulations and case analysis.

Assessment

Students will work in teams, and as individuals, on a compulsory simulation in social media marketing (Mimic Social). This will also involve an oral presentation during class hours. The Mimic Social simulation will give students a taste of what it is like to run a social media marketing campaign for a business. There are six rounds to the simulation. The assignment must be passed before students qualify for examination.

The final course grade will be made up of a four-day home case exam (individual). Grading ranging from A-F, where F is failure to pass the exam.

Language of examination is English.

Date for examination

Take-home assignment hand in date 15.05.2020

The date for the exam can be changed. The final date will be announced in the StudentWeb early in May and early in November.

Schedule

Lectures Spring 2020
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